Plekhanov Russian University of Economics on the Legacy of Professor Philip Kotler

Plekhanov Russian University of Economics takes great pride in having welcomed one of the most influential figures in the field of marketing, Professor Philip Kotler, to its Moscow campus in 2014. His visit marked a memorable milestone for our academic community and remains a source of inspiration and pride for the university.

With a career spanning more than six decades, Professor Kotler has authored over 30 books on marketing, including the seminal Marketing Management, first published in 1967 and now in its 16th edition. His work has been translated into numerous languages and adopted by business schools around the world, cementing his status as a global authority in the field.

During his visit, Professor Kotler played a pivotal role in shaping our marketing programs, personally contributing to the design and development of the university’s marketing courses. His unparalleled expertise helped establish a rigorous, world-class curriculum that continues to serve as a strong foundation for our marketing and business students.

Since the 1960s, Professor Kotler’s groundbreaking ideas have transformed the way we understand consumer behavior, brand positioning, and market strategy. He introduced the concept of societal marketing—emphasizing ethics and sustainability in marketing decisions—long before these values became mainstream.

At Plekhanov, his engagement with faculty and students was both intellectually enriching and profoundly inspiring. His presence left a lasting impact on all who had the privilege to meet him, and his teachings remain a cornerstone of our educational approach.

Professor Kotler’s legacy continues to thrive not only in academic texts but also in classrooms, boardrooms, and communities where thoughtful, ethical marketing is practiced. As the business world evolves, the principles he championed remain more relevant than ever.

Plekhanov Russian University of Economics proudly celebrates his enduring influence on marketing education and is honored to have been part of his remarkable journey.